Scirocco sales were in decline and advertising budgets focused on launching new models. The challenge was to find an unconventional and low cost solution to drive awareness amongst an audience of performance car enthusiasts.
SOLUTION:
Challenge Top Gear, the most popular car programme in the world amongst performance car enthusiasts, to produce a 30” second TV ad for the new Scirocco.
RESULTS:
• 8 ads produced
• 21 minutes 20secs of coverage
• 350 million views worldwide
• Over 1 million hits on YouTube
• Record visits to volkswagen.co.uk

Account Director: Paul Billingsley; Account Manager: James Myers

Rod McLeod

Non-Traditional / Product/Service

Automotive

DDB Germany

Berlin

GERMANY

Volkswagen Polo

"The Car Recycling Drop Box"

Volkswagen AG

DDB Germany

Berlin

Marie-Louise Jakob

Amir Kassaei

Stefan Schulte

Birgit van den Valentyn/Tim Stuebane

Manuel Wenzel

David Stadtmüller

Philipp Bertisch

Our task was to tell people that the new Polo is produced out of 95 % recyclable materials. People in Germany are used to recycled glass, paper and plates. So we just had to expand this matter of course for the new Polo.

Luca de Meo

Non-Traditional / Product/Service

Beverages - Alcoholic

Del Campo Nazca Saatchi & Saatchi

Buenos Aires

ARGENTINA

Andes

"Teletransporter"

Inbev

Del Campo Nazca Saatchi & Saatchi

Buenos Aires

Jaime Vidal

Mariano Serkin/Maxi Itzkoff

Javier Campopiano

Patricio del Sante

Carlos Muller/Bruno Tortolano/Juan Pedro Porcaro

Eduardo Palacios

Non-Traditional / Product/Service

Beverages - Alcoholic

JWT Italy

Milan

ITALY

Heineken

"Auditorium"

Heineken Italia

JWT Italy

Milan

Paola Natellis/Enrico Giraudi

Pietro Maestri

Bruno Bertelli/Cristiana Boccassini

Cristiano Tonnarelli/Dario Gargiulo

Marco Viganò

We arranged an event to make beer drinkers experience how important preserving their most sacred moments, increasingly at risk by duties and responsibilities as time goes by. The perfect occasion was the UEFA Champions League (sponsored by Heineken) Real Madrid vs AC Milan. Our accomplices persuaded 1000 AC Milan fans to sacrifice the game on TV for a fake performance combining classical music and poetry. We revealed the trap just in time to make them enjoy the match on a huge screen, turning Heineken’s sponsorship into a unique brand property.

To launch V’s new energy shot, Pocket Rocket, we used a hydrogen powered, 800 horsepower rocket pack to cone Auckland’s Sky Tower.
The audacious nature of the coning stunt saw it explode on numerous blog sites, online media and it was picked up by national television in their six o’clock news bulletins. It became the highest rated TV campaign for ‘engagement’ and ‘talk ability’ in the history of New Zealand advertising as measured by Colmar Brunton.
It helped lift total ‘V’ sales by 15% and become the first beverage to outsell coke in service stations and convenience stores.

Agency Producer: Jen Storey

Iaan Buchanan

Non-Traditional / Product/Service

Corporate Image

TBWA\HAKUHODO

Tokyo

JAPAN

adidas Japan

"Sky Comic"

adidas Japan

TBWA\HAKUHODO

Tokyo

Taro Sato

Kazoo Sato

Hideyuki Tanaka/Masaharu Kumagai

Hirofumi Nakajima/Katsuhiro Shimizu/Haruhito Nisawadaira

Suzuki Yoichi

TERU

Keisuke Shimizu

Sky Comic project, which spanned 13 cities over five weeks, is a creation of 13 massive 300 square meter individual comic strip panels painted by national team supporters from all over Japan. The individual panels are photographed from the sky and uploaded to a website where the entire story comes together. As the final piece of thirteen massive comic frames were combined into not only an amazing show of national support but also the world’s largest comic strip. It was lit up in the early morning for the National Team to view as they departed from Haneda Airport to South Africa.

Production Companies: Monster/FORMES inc.

Soichi Shirakawa

Non-Traditional / Product/Service

Corporate Image

AlmapBBDO

São Paulo

BRAZIL

Havaianas

"Havaianas World Cup"

São Paulo Alpargatas

AlmapBBDO

São Paulo

Cristina Chacon

Marcello Serpa

Marcus Sulzbacher

Marcello Serpa/Marcus Sulzbacher/Marcos Kotlhar/Pedro Filho

Carla Schmitzberger/Rui Porto/Christina Assumpção/Eliana Vilches

Non-Traditional / Product/Service

Corporate Image

BBDO New York

New York

UNITED STATES

Starbucks

"The Big Picture"

Starbucks

BBDO New York

New York

David Lubars

Kim Haxton/Stuart Matz

To launch Starbucks’ new Green Initiative, we set out to demonstrate the power of people coming together.
On March 18 – 19 in New York, we created an event where thousands of New Yorkers traded in their paper cups for reusable mugs. Artists used the individual paper cups to create a giant mosaic image of a sequoia tree – representing the vast number of trees we can save if we all made one small change.
As a result of the documented event, over one million people brought a reusable mug to Starbucks on April 15th.

Agency Producers: Brian DiLorenzo/Nicholas Gaul/Rani Vaz

Senior Creative Director: Linda Honan

Non-Traditional / Product/Service

Corporate Image

DDB Brasil

São Paulo

BRAZIL

MASP Museum

"Guided Tours"

MASP Museum

DDB Brasil

Sao Paulo

Daniel Malavazzi/Kim Moraes

Sergio Valente

Sergio Valente

Marcelo Reis/Guilherme Jahara/Cassiano Saldanha

Marcelo Reis

Guilherme Jahara

Paulo Vainer/Sergio Prado

Paulo Donizete

Non-Traditional / Product/Service

Corporate Image

DDB Germany

Berlin

GERMANY

IKEA Furniture

"IKEA Cardboard Objects"

IKEA Austria

Hubble Innovations

Berlin

Patrick Baschinski/Gesa Birkmann

Amir Kassaei

Dennis May

Ricardo Wolff

Gabriel Mattar

Challenge: Prove that IKEA cares about the environment.
Solution: An innovative way to prove this attitude, by turning packaging into cardboard objects.
This way, instead of throwing packaging in the trash, IKEA costumers cut and built free products for their homes.
Result: Consumers got new products, Planet Earth stayed healthier, and IKEA proved its clean attitude without spending
a single cent in conventional media.

Agency Producers: Tzveta Pandoursky/Philipp Toyka

Alexandra Fellner

Non-Traditional / Product/Service

Media Promotion

BBDO New York

New York

UNITED STATES

HBO

"Cube Film Installation"

HBO

BBDO New York

New York

David Lubars/Bill Bruce

Greg Hahn/Mike Smith

Adam Reeves

Brandon Mugar

The HBO Cube is a first-of-its-kind outdoor film event, embodying HBO's DNA of innovative storytelling. The Cube shows four sides of a story simultaneously – each providing a different perspective of the film’s characters and plot. Only by watching from all sides do viewers see the truth and find out what really happened. Two distinct films, “Art Heist” and “The Affair,” were specifically choreographed and created for the cube. Each film stood on its own, but, when viewers continued the experience on the campaign website, were revealed to be part of a large narrative experience.

Agency Producers: Brian DiLorenzo/Nicholas Gaul/Jd Michaels

Non-Traditional / Campaign

Non-Traditional Campaign

Abbott Mead Vickers BBDO

London

UNITED KINGDOM

ADT Alarms

"Ten Alarms"

ADT

Abbott Mead Vickers BBDO

London

Paul Brazier

Paul Brazier

Mike Sutherland

Anthony Nelson

In Britain a home is burgled every 37 seconds. Many of these properties already have burglar alarms fitted, but the majority of them are ignored. People either think it’s a false alarm or that someone else will sort out the problem.
ADT Security Systems are different. Their alarms are monitored 24 hours a day, 365 days a year, ensuring that your alarm won't be ignored, giving you complete peace of mind.
Instead of running a traditional poster campaign, we decided to use people’s homes to put our message across. We sprayed the ads directly onto wooden boards.

Designer/Typographer: Aaron Moss

Creative Group Heads: Anthony Nelson/Mike Sutherland

Non-Traditional / Campaign

Non-Traditional Campaign

Grabarz & Partner

Hamburg

GERMANY

IKEA

"Art Promotion"

IKEA Deutschland GmbH & Co. KG

Grabarz & Partner, Hamburg/Lukas Lindemann Rosinski

Hamburg

Ralf Heuel/Arno Lindemann

Tom Hauser

Tom Hauser/André Hennen/Heiko Notter

Oliver Brkitsch/Jan Woelfel/Stefan Schoembs/Tim Hartwig/Moritz Tolle

Marie-Therese Cramer/Stefanie Abts

Josefine Nitsch

The Challenge.
The task was to advertise the IKEA Assembly Service with an unusual idea that motivated IKEA customers and fans to book it.
The Strategy.
We turned a lack of do-it-yourself skills into artistic talent! This let us communicate our message with a twinkle in the eye rather than by pointing a lecturing finger.
The Solution.
An integrated campaign in which wrongly assembled IKEA furniture was showcased as sculptures. Depending on whether the target group consisted of customers before, during or after the purchase of IKEA furniture, we used different media channels to bring our message closer to them.

The Sun Sound is a sound that reminds people to protect themselves from the sun in the same way a shark alarm warns people of sharks.
The sound was composed by singer/songwriter Ben Lee and can be played on existing PA systems.
The sound launched on Australian beaches and has since spread to other outdoor areas such as schools, parks and sporting events.

Composer: Ben Lee

Non-Traditional / Product/Service

Public Service/Social Welfare

Gorgeous Enterprises

London

UNITED KINGDOM

Barnardo's

"Change Lives"

Barnardo's

BBH

London

Helen James

Nick Gill

Toby Allen

Frank Budgen

Production Company: Gorgeous Enterprises, London

Non-Traditional / Product/Service

Public Service/Social Welfare

Ogilvy Brasil

São Paulo

BRAZIL

Bar Aurora / Boteco Ferraz

"$73.000 Bar Tab"

Bar Aurora / Boteco Ferraz

Ogilvy Brasil

São Paulo

Valeria Barone/Camila Porto/Samia Paz

Anselmo Ramos

Rubens Filho/Denis Kakazu

Megan Farquhar

Bruno Ribeio

In order to convey our don't drink and drive message, we utilized bar tabs, adding the actual costs of drunk driving to them, so, in the moment that people were about to get in their cars and drive home, they were forced to think about the consequences for their actions

Pedro Costa

Non-Traditional / Product/Service

Public Service/Social Welfare

Clemenger BBDO Melbourne

Melbourne

AUSTRALIA

Guide Dogs Australia

"Support Scent"

Guide Dogs Victoria

Clemenger BBDO Melbourne

Melbourne

Ricci Meldrum/Nici Henningsen

James McGrath

Ant Keogh

Damian Royce

Julian Schreiber

Tom Martin

David Rosendale

Beci Orpin

Beci Orpin/Tom Martin

Guide Dogs Australia’s sole purpose is ending the isolation that can result from being blind. So when creating support for their cause, we thought it absolutely vital not to exclude the blind. Therefore anything requiring sight, such as ribbons was considered unacceptable. Thus we created something that appeals to another sense entirely – smell. A unisex fragrance called Support Scent, that actually allows the blind to recognize support around them. Priced at $5, all proceeds of the scent, go to the charity. Now a whole new support base for the blind has emerged, with a 33% lift in fund-raising upon launch.

Strategic Planner: Mike Hyde

Theresa Hoogland/Graeme White

Non-Traditional / Product/Service

Public Service/Social Welfare

Publicis Indonesia

Jakarta

INDONESIA

Jatam

"Mud-Flow"

Jaringan Advokasi Tambang (Jatam)

Publicis Indonesia

Jakarta

Maulana Sagala

Randy Rinaldi

Maulana Sagala

Dono Yuniarto/Maulana Sagala/Randy Rinaldi/Achsa Zenada

Dimaz Muktiarto/Iswanda Mardio/Randy Rinaldi/Arius Budiman

Marco Widjaja

Dimaz Muktiarto

Reminding the Indonesian President about the fates of the victims of Sidoarjo mud-flow.

Agency Producer: Maulana Sagala

Helps the victims of Sidoarjo Mud Flow to build their life back.

Slamet Daroyni

Non-Traditional / Campaign

Public Service/Social Welfare Campaign

Leo Burnett

London

UNITED KINGDOM

House of Cards

"House of Cards Exhibition"

Shelter

Leo Burnett

London

Gary Simmons

Jonathan Burley

Daniel Fisher

Richard Brim

The Shelter House of Cards campaign was designed to raise awareness of the UK housing crisis.
It broke in conventional media channels but to really set it apart, the House of Cards Exhibition was launched. This consisted of the ultimate deck of cards, with 52 leading artists each designing a card.
To increase publicity, one of the cards was opened up to the public, with 338,000 people voting to decide the winner; and a live poster campaign involving London’s street artists was launched.
Finally, an online gallery and limited edition packs of the cards gave the campaign even greater reach.

Rachel Murphy

Non-Traditional / Product/Service

Retail

Forsman & Bodenfors

Gothenburg

SWEDEN

IKEA

"Facebook Showroom"

IKEA

Forsman & Bodenfors

Gothenburg

Lennart Sjöberg

Media Agency: Mediaedge:cia

Sara Zakariasson

Non-Traditional / Product/Service

Retail

Ogilvy Brasil

São Paulo

BRAZIL

Burger King

"Whopper Face"

Burger King

Ogilvy Brasil

São Paulo

Carolina Vieira/Virgínia Mendes

Anselmo Ramos

Michel Lent

Angela Bassichetti

Eduardo Marques

Douglas Kozonoe

One hidden cam, one printer and a wrapper. That's all we needed to prove that Burger King® sandwiches are made to order, exactly your way. When customers ordered WHOPPER® burgers, they had their picture taken without noticing it. Customers then got their made-to-order burgers with their faces on the wrappers. That way, Burger King® reinforced the HAVE IT YOUR WAY™ positioning, proving that each sandwich is made to order, especially for the customer. Burger King International asked the Agency to redesign the project to be implemented in BK stores around the world.

Head of Art: Denis Kakazu; Voice Over: Zachary Lee

Non-Traditional / Product/Service

Retail

DDB Sydney

Sydney

AUSTRALIA

McDonald's

"Playland"

McDonald's

DDB Sydney

Sydney

Kenny Hill/Sarah Trickey/Georgina Gooley

Matt Eastwood

Adam Rose

Adam Rose/John Downing/Matthew Knapp

Adam Rose/Matthew Knapp/John Downing

McDonald’s wanted to communicate to adults who rarely paid them a visit. For them, McDonald’s held few emotional ties, and only offered convenience. These people had grown apart from McDonald’s. We needed to re-engage them.
The insight was that most adults, regardless of whether they still go to McDonald’s, have fond memories of it from their youth.
So, we decided to build an adult-sized Playland to make them feel like kids again.

Guatemala's internal migration rates have caused 70% of the population to be settled in the main urban cities, half of them immigrating from rural villages.
Idea
Mayan dialects have given birth to the names of many of Guatemala’s towns and cities. We turned those names into RINGTOWNS, imitating the ringtones found in mobile phones, while making them available to consumers for free. 30+ RINGTOWNS that used the names of some of the 1,500 towns and cities throughout the country where Claro's coverage can reach.
RINGTOWNS spread Claro’s coverage message turning every incoming call or sms into a commercial.